Diseño de estrategias de marketing mix para la feria comics book en Guayaquil año 2018
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Fecha
2018
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Universidad de Guayaquil Facutad de Ciencias Administrativas
Resumen
El presente trabajo de investigación tiene como propósito diseñar estrategias de marketing mix para posicionar la feria ‘‘Comics Book’’ en la ciudad de Guayaquil. La feria está localizada en el sector de Urdesa, es un evento que promueve la lectura y es un espacio para la reunión de la creciente cultura Geek, se pudo determinar que el principal problema de la feria es la limitación de mercado y la carencia de un plan de marketing que comunique correctamente las fortalezas de la feria. Se obtuvo información bibliográfica de autores y estudios realizados como referencia para entender los términos posicionamiento y marketing mix. La metodología utilizada consideró encuestas y la entrevistas cuyos resultados permitieron conocer que existe un desconocimiento por parte de la ciudadanía hacia la feria ‘‘Comics Book’’ y se determinó que el precio, la calidad y el estado son factores fundamentales para comprar libros y comics. Se realizaron los respectivos ajustes en el producto, se plantearon herramientas de publicidad btl, se utilizó la fijación de precio para penetrar en el mercado y se diseñaron esquemas para mejorar la distribución.
The purpose of this research work is to design marketing mix strategies to position the fair '' Comics Book '' in the city of Guayaquil. The fair is located in the sector of Urdesa, is an event that promotes reading and is a space for the meeting of the growing Geek culture, it was determined that the main problem of the fair is the market limitation and the lack of a marketing plan that correctly communicates the strengths of the fair. Bibliographic information of authors and studies was obtained as a reference to understand the terms positioning and marketing mix. The methodology used considered surveys and interviews whose results allowed to know that there is a lack of knowledge on the part of the public towards the fair '' Comics Book '' and it was determined that price, quality and status are fundamental factors for buying books and comics. The respective adjustments were made to the product, btl advertising tools were used, price fixing was used to penetrate the market and schemes were designed to improve distribution.
The purpose of this research work is to design marketing mix strategies to position the fair '' Comics Book '' in the city of Guayaquil. The fair is located in the sector of Urdesa, is an event that promotes reading and is a space for the meeting of the growing Geek culture, it was determined that the main problem of the fair is the market limitation and the lack of a marketing plan that correctly communicates the strengths of the fair. Bibliographic information of authors and studies was obtained as a reference to understand the terms positioning and marketing mix. The methodology used considered surveys and interviews whose results allowed to know that there is a lack of knowledge on the part of the public towards the fair '' Comics Book '' and it was determined that price, quality and status are fundamental factors for buying books and comics. The respective adjustments were made to the product, btl advertising tools were used, price fixing was used to penetrate the market and schemes were designed to improve distribution.
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MARKETING MIX, POSICIONAMIENTO, COMICS, LIBROS